When you think big data, think bigger creatively

This article argues that big data changes the relationship between data and creativity; instead of data fuelling the creative idea, creativity is now needed to handle the data.

When you think big data, think bigger creatively

Yeong YeeBBDO Singapore

In driving innovation with Big Data, we should reconsider the notion that the big idea needs to be inspired by the data. Truly impactful and world-changing ideas can arise when creativity is applied to Big Data, rather than the other way round.

The Admap Prize 2015 This essay was Commended by The Admap Prize 2015 judges. For more information visit the Prize page.

From programmatic buying to social listening to real-time marketing, Big Data and the advertising technology spawned from it have played an...

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